Memory And The Marketplace Complete Test Bank Ch12

Chapter 12

Memory and the Marketplace

Multiple Choice Questions

1. During the SARS (2003) and the H1N1 (2009) pandemics marketers seized the opportunity to make sales, based on the ________.
   1. widespread use of social networks that facilitated the spread of information
   2. fearful memories of previous pandemics
   3. proven efficacy of many of their products
   4. refusal to many people to use the far more effective vaccination
2. In order for an advertisement to influence consumer behaviour, it must ________.
   1. interact with a person’s memory
   2. demonstrate the efficacy of the product
   3. be truthful and reliable
   4. manipulate the public with lies and coercion
3. Advertisements ________.
   1. cannot materially change existing memories for products
   2. can materially change existing memories for products
   3. can change existing memories for a product but only if people originally enjoyed it
   4. can change existing memories for a product but only if people originally did not enjoy it
4. When mall owners sprayed the scent of baby powder where clothing for pregnant mothers was sold and played music from the era when the pregnant mothers were in their teens, they observed ________.
   1. increased sales immediately and, about a year after the experiment, mothers who shopped at the mall when they were pregnant reported that the mall had a uniquely calming effect on their babies
   2. increased sales immediately but, about a year after the experiment, mothers who shopped at the mall when they were pregnant reported that the mall made their babies cry
   3. a drop in sales immediately but, about a year after the experiment, mothers who shopped at the mall when they were pregnant reported that the mall made their babies cry
   4. a drop in sales immediately and about a year after the experiment
5. Marketing to babies and toddlers ________ a very effective long-term strategy because ________.
   1. is not; companies may possibly establish dislikes for their products that will prevent purchasing when these babies and toddlers become consumers
   2. is; babies and toddlers can immediately influence the purchasing of their parents
   3. is not; it is unlikely that when babies and toddlers become consumers they will remember the advertisements
   4. is; companies can help establish preferences that will guide purchasing choices when these babies and toddlers become consumers
6. Preferences established early in life are largely based on ________.
   1. generic memory
   2. emotions associated with the initial exposure
   3. episodic memory
   4. familiarity
7. In a survey of 2035 individuals, SIS International Research found that ________ of all people choose brands they remember from childhood.
   1. less than half
   2. more than half
   3. more than 90 per cent
   4. less than 10 per cent
8. In 2011, advertisers spent $20 billion on advertising directed at ________ to establish brand preferences
   1. senior citizens who collect a pension
   2. working-class adults
   3. teens and young adults
   4. children under four years of age
9. Roberto et al. (2010) found that forty preschoolers given snacks ________.
   1. reported that food that came in a package with a licenced character on it tasted better than food that came in plain packaging
   2. reported that food that came in a package without a licenced character on it tasted better than food that came in plain packaging
   3. asked afterwards for packages of snacks with a licenced character on it
   4. preferred playing with toys depicting licenced characters instead of eating the snacks
10. Companies keep logos the same for decades, thus preference due to familiarity can be sustained across a lifetime. This familiarity that drives preferences is supported by ________, which in turn ________.
    1. explicit memory; may be prone to forgetting through neurogenesis
    2. implicit memory; is not prone to forgetting through neurogenesis
    3. explicit memory; cannot be erased later in life
    4. implicit memory; is prone to forgetting through neurogenesis
11. Considerable research suggests that consumers develop opinions about products based on ________.
    1. advertising but that these advertisements cannot alter existing memories for a product
    2. advertising and that these advertisements can alter existing memories for a product
    3. the accurate recall of past experience with each of the different brands
    4. interpersonal communications and only much later they can alter their existing memories for a product based on advertisements
12. Braun (1999) found that participants in the no-advertising condition ________ accurately identify the juice sample they had tasted; however, participants in the advertising condition consistently recalled the juice as tasting ________ than it had actually tasted.
    1. could; worse
    2. could not; worse
    3. could not; better
    4. could; better
13. The findings from Braun (1999) suggest that postexperience advertisements can change consumer-choice behaviour even when the consumer ________ and even when there is ________ delay between the advertisement and the choice.
    1. doesn’t like the product; a one-week delay
    2. likes the product; a one-week delay
    3. doesn’t like the product; a one-month delay
    4. doesn’t like the product; a one-year delay
14. The results from Braun (1999) imply that ________.
    1. producers can make bigger profits by spending more on producing their products than on advertising them
    2. advertisements can have a bigger impact on sales than product quality
    3. consumers will always remember no-name products as being of better quality than name-brand products
    4. name brand products will always need to be priced less than no-name products in order to convince consumers to buy them
15. Advertisers often show images and play music that they hope will evoke ________.
    1. an unpleasant personal memory in the consumer so the consumer will in turn associate strongly these feelings with the product being advertised
    2. a pleasant personal memory in the consumer so the consumer will in turn associate pleasant feelings with the product being advertised
    3. a pleasant feeling next time the product being advertised is presented
    4. an unpleasant feeling next time the product being advertised is presented
16. Braun et al. (2002) were interested in seeing whether a person could be led to believe a previous experience was more probable by imagining that experience through an advertisement, and found that ________.
    1. 50 per cent of participants who saw the Walt Disney World ad showed an increase in confidence for the target item from week 1 to week 2, compared to 7 per cent in the control condition
    2. 90 per cent of participants who saw the Walt Disney World ad showed an increase in confidence for the target item from week 1 to week 2, compared to 47 per cent in the control condition
    3. all participants who saw the Walt Disney World ad showed an increase in confidence for the target item from week 1 to week 2, compared to none in the control condition
    4. the same percentage of participants who saw the Walt Disney World ad showed an increase in confidence for the target item from week 1 to week 2, compared to the control condition
17. Braun et al. (2002) studied whether false information in advertisements about childhood experiences at Disneyland could make consumers believe that those false events had actually happened to them, and discovered that ________ who had seen the Bugs Bunny ad falsely recalled shaking hands with Bugs Bunny at Disneyland.
    1. 36 per cent of participants
    2. all participants
    3. 56 per cent of participants
    4. 16 per cent of participants
18. Braun et al. (2002), exploring peoples’ memories for Disney parks following the ads, revealed that participants reported wanting to go back and to talk about their experiences with their friends. Thus, autobiographical advertising may benefit marketers in ________.
    1. limited ways
    2. two ways: It may change a consumer’s purchase intention and it may lead viewers to form stronger explicit memories
    3. two ways: It may change a consumer’s implicit memory of the event and it may lead viewers to advertise the brand using word of mouth
    4. two ways: It may change a consumer’s purchase intention and it may lead viewers to advertise the brand using word of mouth
19. At least two arguments suggest that implicit, not explicit, memory guides many consumer decisions. The first is ________, and the second is that ________.
    1. the speed with which consumers make choices; implicit memory is strongly correlated with judgments about a product
    2. the speed with which consumers make choices; memory for ads is not subject to decay
    3. that implicit memory is strongly correlated with judgments about a product; memory for ads is not subject to decay
    4. that implicit memory is not correlated at all with judgments about a product; memory for ads is not subject to decay
20. Shapiro and Krishnan’s (2001) exclusion task is formalized by the equation ________.
    1. Exclusion = (1 + A)C
    2. Exclusion = (1 + C)A
    3. Exclusion = (1 – C)A
    4. Exclusion = (1 – A)C
21. Shapiro and Krishnan’s (2001) inclusion task is formalized by the equation ________.
    1. Inclusion = C – (1 + A)C
    2. Inclusion = C – (1 + C)A
    3. Inclusion = C + (1 – C)A
    4. Inclusion = C + (1 – A)C
22. Many researchers have also found evidence that negative information receives ________ extensive processing; this information is ________ well remembered than positive information.
    1. more; better
    2. less; better
    3. more; less
    4. less; less
23. Miller (2010) chose to investigate the impact of scandal on memory for campaign information, and found that, overall, participants in the scandal conditions recalled ________ of campaign information; this ________ with existing memories about the campaign.
    1. a greater proportion; this interfered
    2. a smaller proportion; this interfered
    3. a smaller proportion; did not interfere
    4. a greater proportion; did not interfere
24. Civettini and Redlawsk (2009) examined the impact of emotions on later recall of candidate information and found that the likelihood that an item would be remembered was ________ if it evoked an emotional response; importantly, the more ________ an item is with the expectations of the participant, the more likely it is to be remembered.
    1. increased; congruent
    2. decreased; congruent
    3. decreased; incongruent
    4. increased; incongruent
25. An online tally is ________.
    1. a method a political lobby use to keep track of the prevailing views about a public figure; the tally will increase or decrease depending on whether new information is positive or negative
    2. a method a person can use to keep track of her or his view of a public figure; the tally will increase or decrease depending on whether new information is positive or negative
    3. a method a person can use to keep track of her or his view of a public figure; the tally will only increase or remain the same depending on whether new information is positive or negative
    4. a method a political lobby use to keep track of the prevailing views about a public figure; the tally will only increase or remain the same depending on whether new information is positive or negative
26. In his experiment on voter memory, Redlawsk (2001) found that participants recalled more information about ________.
    1. the candidate they voted for
    2. the candidate who won
    3. the candidate with the most unique platform
    4. the candidate with the most campaign signs
27. In his experiment on voter memory, Redlawsk (2001) found that memory was a better predictor of voter choice in ________.
    1. both the online tally and the memory-based processing condition
    2. both the online tally
    3. the memory-based processing condition
    4. neither the online tally nor the memory-based processing condition
28. The online tally voting model suggests that voters change their opinion of each candidate as new information is received. However, the work by Redlawsk (2001) shows that ________ influence(s) voting choice more than online tallies do.
    1. online tallies that are remembered by voters
    2. campaign information that is remembered by voters
    3. deeply rooted stereotypes that are remembered by voters
    4. the influence of social networks that are remembered implicitly by voters
29. Results from a variety of studies indicate that political campaigns are won and lost based on ________.
    1. what people remember about the campaign and the candidates, not on a careful comparison of candidates
    2. a careful comparison of candidates, not on what people remember about the campaign and the candidates
    3. a superficial comparison of candidates, not on what people remember about the campaign and the candidates
    4. what people unconsciously remember about the campaign and the candidates, not on a careful comparison of candidates
30. The results from many experiments suggest that political candidates should only be concerned about political scandal if the scandal ________.
    1. confirms the politician’s stance on an issue
    2. is not matched by an equivalent scandal with his/her adversary
    3. is revealed late in the campaign, close to the vote
    4. conflicts with the politician’s stance on an issue

Short Answer Questions

1. What are the marketing lessons, as far as memory is concerned, from the SARS epidemics of 2003?
2. Why do advertisers market their products to children?
3. The results from Braun (1999) imply that memory for advertisements can have a bigger effect on consumer choice than memory for products. How might this finding affect producers?
4. How are consumers’ autobiographical memories used to help sell products?
5. What arguments have been presented that suggest that implicit memory is involved in guiding decisions about product?
6. What are high- and low-involvement purchases, and what type of memory influences each type of purchase?
7. How do Schmidt and Eisend (2015) depict advertising exposure effect in their research? You may want to include a diagram to illustrate your answer.
8. What does Beth Miller’s (2010) study reveal about the impact of scandal on memory for campaign information?

Essay Questions

What are the two important conclusions for memory research from the experiment in which mall owners sprayed the scent of baby powder where clothing for pregnant mothers was sold and played music from the era when the pregnant mothers were in their teens?

How do explicit and implicit memory each impact the relationship between memory and advertising?

How did Braun et al. (2002) test whether advertisements can cause people to become more certain that events actually happened to them as children? What did their research reveal?